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Research and Evaluation | Unit 7

Research and Evaluation | Unit 7

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  • Hi Students: Here are the slides for week 7.
  • And here are the objectives of chapter 8.
  • The textbook provides this definition of focus groups.
  • Here’s a question for you.
  • And another…
  • And another..
  • Moderating a focus group takes considerable skill. While conducted in a friendly, conversational tone, most focus groups are scripted for consistency and efficacy.
  • The script for a focus group builds from warm-up questions (meet and greet) to introductions (explaining the purpose of the focus group), through transition questions, to key questions (the “meat”) to ending questions and of course, thanks for participation.
  • Here is a question for you.
  • Feedback from a focus group can be extensive (and unpredictable!) so analysis is vital. In very formal focus groups, a full transcript is prepared. Of course, this is time consuming if done internally and costly if you contract it out. If transcripts are not prepared, then it is important to review your notes shortly after the focus group sessions as your recollection of feedback will decline as time passes. Your first step is to identify themes or trends in the feedback. Did the focus group participants provide concrete examples that might serve as compelling evidence of the credibility of their opinions?
  • Wrapping up. Focus groups are common and perhaps the most likely form of research you will encounter in your public relations career. While there are both benefits and liabilities to focus group research, properly conducted focus groups are indispensible. This concludes the slides for week 7.

Transcript

  • 1. HPPR 404 Research and Evaluation Sherrell Steele Focus Groups
  • 2. Objectives
    • Define focus groups
    • List the advantages and limitations
    • Describe the role and characteristics of moderator
    • Consider how to “script” a focus group
    • Set ground rules (protocol)
    • Analyze the results
  • 3. What is a focus group?
    • A semi structured group interview analyzed using qualitative methods
  • 4. Activity
    • Referring to page 149 of your text, list four advantages of focus groups
    • Referring to page 150 of your text, list four disadvantages or limitations of focus groups
  • 5. Activity
    • Referring to pages 153 – 155 of your text, what is the role of a focus group coordinator? What is the role of moderator?
  • 6. Activity
    • Referring to pages 153 – 154, list the characteristics of a good moderator.
  • 7. Protocol design
    • The “script” for a focus group includes open-ended questions moving from general to specific and from positive to neutral to negative or difficult questions.
  • 8. Five focus group questions
    • The opening (fact not opinion) question (ice breaker)
    • Introductory questions
    • Transition questions
    • Key questions (directly address the issues of concern)
    • Ending questions (last comments, summary, closure)
  • 9. Activity
    • Referring to your text, page 162 what are the five ground rules for focus groups? These ground rules serve to “set the stage” for participation.
  • 10. Analyzing results
    • Be:
    • Systematic (select themes and quotes to illustrate)
    • Verifiable (compelling evidence)
    • Focused
    • Practical (provide summary not full transcript)
    • Immediate (review notes right away)
  • 11. Summary and conclusions
    • Focus groups are the most common and popular form of public relations research.
    • Clients and managers can be skeptical of results.
    • There are both benefits and limitations to this method.
    • Properly conducted, focus groups are indispensible for effective public relations planning.